面向地方的可持续产品的行动研究

Shota Tajima
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摘要

本研究旨在以千叶县长原市的特色产品开发为基础,可视化当地导向的可持续产品的社会关系。自2008年以来,日本人口一直在下降。可持续的区域振兴,如联合国的可持续发展目标,是一个紧迫的问题。开发特色产品培育地区品牌在各地都很盛行,因为地区品牌可以提高他们的盈利能力。虽然全国各地都在开发各种特色产品,但没有一个指标表明它们的社会可持续性,即以地方为导向的产品如何直接促进区域振兴。长原镇位于千叶县中部,是千叶县第二小的城镇,人口为6520人。长原市和千叶大学于2015年签署了地区振兴合作协议,并以持续关怀退休社区(CCRC)为主题,正在推进产学研合作社区开发。2019年,该大学、当地公司和市政厅合作开发了一种特色产品“Nagara and Guarana (N&G)”。设计思维用于开发,N&G原型机于2020年完成。经过原型测试,N&G于2021年实现了商用化,生产了4.5万瓶。在市内、外的设施和车站商店销售,销售了3.6510万瓶,成功超出了原定计划。与一般的特色产品开发不同,长原镇已经成为N&G销售商。相关研究表明,面向当地的产品通过在全球范围内根据该地区的社会背景进行本地化,从而有助于社会可持续性。然而,在区域振兴中,通过面向当地的产品在区域内建立社会联系有助于社会的可持续性。然而,没有任何指标表明以当地为导向的可持续产品对该地区的贡献。作者提出了一种社会关系图(SRMap),通过计算所涉及的利益相关者来定量地衡量产品的社会关系。SRMap包括参与产品计划、制造和传播的利益相关者。然后,我们将SRMap应用于N&G,以验证其有效性和局限性。
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Action Research on a Locally Oriented Sustainable Product
This research aims to visualize the social relations of a locally oriented sustainable product based on specialty product development in Nagara, Chiba. Japan’s population has declined since 2008. Sustainable regional revitalization, such as the United Nation’s Sustainable Development Goals, is an urgent issue. Developing specialty products to foster regional brands is flourishing in various places because regional brands will improve their earning power. Although various specialty products are being developed nationwide, there is no indicator of their social sustainability regarding how locally oriented products directly contribute to regional revitalization. Nagara Town is located in the central part of Chiba Prefecture and is the second-smallest town in the prefecture with a population of 6,520. Nagara Town and Chiba University signed a partnership agreement on regional revitalization in 2015 and are working on industry-government-academia collaborative community development with the theme of a continuous care retirement community (CCRC). In 2019, the university, local companies, and the town hall collaborated to develop a specialty product, “Nagara and Guarana (N&G).” Design thinking was used for the development, and the N&G prototype was completed in 2020. After prototype testing, N&G was commercialized in 2021, and 45,000 bottles were manufactured. It was sold at facilities and station shops inside and outside the town, and sold 36,510 bottles, successfully exceeding the original schedule. Unlike normal specialty product development, Nagara Town has become an N&G seller. Related studies have shown that locally oriented products contribute to social sustainability by localizing them according to the social context of the region on a global scale. However, in regional revitalization, building social connections within regions through locally oriented products contributes to social sustainability. However, there is no indicator of how locally oriented sustainable products contribute to this region. The author proposed a Socio-Relation Map (SRMap) to quantitatively measure the social relations of a product by counting the stakeholders involved. SRMap comprises stakeholders involved in product planning, manufacturing, and dissemination. Then, we applied SRMap to N&G to verify its effectiveness and limitations.
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